Paul Watson
Merchandise marketing has been proven to be beneficial in our world of heavy consumerism. But unless you know how to effectively use it as a tool to attract consumers, increase brand awareness and gain customer loyalty, you’ll just end up giving away a lot of free stuff and wasting valuable time and effort.
So what is merchandise marketing?
Unlike marketing strategies that only utilize promotional goods for freebies, contests and other various giveaways, merchandise marketing dives a little deeper with thank you gifts, referrals, etc. This strategy uses custom branded items to create a certain recognition and understanding of a brand while also strengthening the allegiance of consumers to that product or service.
But before you embark on a merchandise marketing mission, it’s important to set clear goals. Who is it that you are marketing your product or service to? What do you hope to achieve? What are your ideal results? Decide on an objective and keep your team accountable to not lose sight of that goal.
Getting to know your customers is also a vital aspect of merchandise marketing. Ask yourself what they need and/or want and then brainstorm to come up with creative ways you can meet that need. Yes, everyone needs a pen. But if you’re trying to attract outdoor enthusiasts, you’d be far better off grabbing their attention with branded tactical flashlights or a sports backpack. Don’t be afraid to break out of the norm and do something different.
Once you’ve settled on your swag, find a way to create an emotional connection with consumers. Whether it’s a personal invitation to your brick and mortar retail location to experience the sights, sounds and smells of your brand, or including a handwritten, personalized note with a trendy promotional product; consumers are more likely to return if they experienced a multi-sensory connection with your product. And a personalized experience makes it all the more inviting. So don’t forget to thank you customers! Send promotional goods with a thank you note to enhance customer satisfaction and make each and every consumer feel valuable. Word of mouth can be a powerful thing, especially when you make sure each customer feels special.
Unfortunately, as with everything in life, there is a certain amount of trial and error involved in merchandise marketing. But the best way to find what really works for you and your business is to test a product on a small group and survey them. What did they think of your promotional product? Was it useful? Find out which products are hits with your target market and focus on those. That’s the way to go if you want to see repeat buyers.
Did you know that Studio D Merchandise has experts on hand to with helpful recommendations and merchandise marketing solutions for your company? Call us today and let us help you navigate the world of custom branded merchandise.
